Use cases
Anonymized scenarios drawn from real engagements.
Building a Data and Event Tracking Component: Architecture, Stack Selection, and MVP Delivery
Every AdTech and MarTech platform is different. Demand-side platforms (DSPs), for example, help advertisers purchase inventory from publishers on an impression-by-impression basis via real-time bidding (RTB). Customer…
Solving Performance and Scalability Challenges in Ad Exchanges: A Technical Use Case
Supply-side platforms and ad exchanges operate under extreme time constraints. An RTB auction must complete within 250ms from the moment an ad request is received to the moment a bid response is returned — leaving the…
Optimizing an Email Retargeting Platform for eCommerce Cart Abandonment Recovery
An email retargeting platform founded in 2011 set out to solve one of the most persistent problems in eCommerce: shopping cart abandonment. The platform — built by practitioners who had personally encountered the…
Building a Privacy-First Analytics Suite: The Piwik PRO Story
Piwik PRO is an analytics suite consisting of an analytics platform, tag manager, customer data platform, and consent manager. Its defining characteristic is a deep commitment to privacy and data security — products are…
CDP MVP Scoping: How to Define Scope, Tech Stack, and Requirements for a Customer Data Platform
A French data-marketing services company — operating platforms that help advertisers, agencies, and publishers run targeted and personalized campaigns — set out to build an advanced customer data platform (CDP). The…
Header Bidding Control Center: Managing Prebid.js Without Touching Code
A Header Bidding Control Center is an all-in-one solution for managing a Prebid.js setup — allowing changes to ad unit configuration, demand partner selection, and Prebid.js version upgrades through a user interface,…
Building a Deal-Based Supply-Side Platform: SSP, Ad Exchange, and Prebid Adapter Development
A U.S.-based programmatic advertising technology company specializing in direct and deal-based ad transactions set out to build what would be the first supply-side platform designed specifically for deal-based…
Building a Custom Consent Management Platform: A Privacy-Tech Case Scenario
This use case examines a scenario common in the privacy-tech space: a Danish company offering consent management services was relying on third-party tools to power the core of its business and decided to build a…
Building an AdOps Reporting Dashboard for a Video AdTech Platform
A leading video AdTech company needed a proprietary AdOps reporting dashboard — one that could collect, aggregate, normalize, process, and visualize data flowing out of its ad mediator platform. This article walks…
Redesigning an Ad Measurement & Verification Platform: A Technical Case Study
A leading European independent ad-verification and insights platform — founded in 2009 and deeply integrated with demand-side and supply-side technologies — needed a full redesign of its measurement and reporting…
Building a Behavioural Ad Management Platform from Scratch
Precise audience targeting has always been one of the harder problems in online advertising. Reaching users at scale is straightforward enough — but reaching users who are actively searching for the exact products or…
Building a Three-Sided Marketplace for Live Music Booking
Live music is a massive industry in almost every corner of the globe, yet the logistics behind it have historically been inefficient for everyone involved. Local bands, solo artists, and DJs traditionally secured gigs…
Ad Budgeting Component for Real-Time Bidding (RTB) Auctions
A budget control system to help demand-side platforms (DSPs) reduce budget overspend. This article examines a distributed budget management component for real-time bidding — referred to here as a banker — designed to…
Building a Location-Based Photo Organizing App: A Native Mobile Case Study
The concept behind this project is straightforward and relatable: people go on trips — cycling routes, hiking trails, city explorations — and along the way they photograph interesting places. The problem is that photos…
Building an Open-Source Enterprise Tag Management System: A Technical Use Case
Google Tag Manager dominates the tag management space — not necessarily because it outperforms every alternative on every dimension, but because Google's brand gravity makes it the default choice for many organizations.…
Building a Modular Data Management Stack: Architecture, Components, and Use Cases
The AdTech and MarTech software landscape has expanded dramatically over the past decade, yet building even foundational platform capabilities still demands months of development, substantial financial investment, and…
Building a Custom Content Marketing Platform with Integrated Analytics and Fraud Prevention
A content marketing platform company operating in the brand-author matchmaking space needed a purpose-built system to manage its growing portfolio of content campaigns. The organization connects brands with experienced…
Building a Transparent Programmatic Buying Platform: A Display RTB Use Case
A programmatic advertising platform designed for display media buying presents a unique set of architectural and product challenges — particularly when the goal is full cost transparency, multi-channel data integration,…
Redesigning a Mobile Affiliate Analytics Platform: A UI/UX and Conversion Tracking Case Study
A mobile affiliate analytics platform — purpose-built for mobile media buyers and affiliates — found itself in a situation common to fast-growing AdTech products: years of incremental feature additions had left the user…
Deploying a White-Labelled Analytics Platform for a Government Intranet
A large Canadian federal government department — responsible for managing the country's fisheries, waterways, and aquatic resources — needed a web analytics solution that could serve both its public-facing internet…
Building a Self-Publishing Platform: Lowering the Barriers for Independent Authors
Online publishing has grown dramatically more accessible thanks to social media, but e-book creation has historically lagged behind. The tools available to aspiring authors were typically complex, expensive, and…
Building an SME-Focused Analytics Platform That Delivers Answers, Not Just Metrics
The vast majority of analytics platforms on the market are too complicated for the typical business user. They surface metrics without context, leaving organizations to figure out on their own what actually drove a…
Consolidating a Forum Network: Migrating Thousands of Communities onto a Single Platform
A forum network operator had built its business by acquiring online forum-based communities over time. The platform served three distinct functions simultaneously: an interactive social network for members, a management…
Building a Privacy-Respecting Third-Party Data Aggregation Platform for Publishers
A data aggregation platform in the programmatic advertising space set out to solve a persistent industry problem: collecting third-party audience data from publishers without compromising user privacy. The platform's…